NEW DIGITAL PROJECT BRIEF

Brand/Product :       Campaign :

Prepared By :     Date :

Creative Agency Contact :

Media Agency Contact :

What is the background?

What is the brand and category history?

What are your strategic objectives?

• What is the contribution to the overall business? What is the role of the brand in the portfolio?
• If building a new website, what are the traffic acquisition and retention objectives?

What is your key business objective?

• What is the single thing we should we focus on? How will this be measured? What is the desired timeframe for delivery?

What are the trade expectations?

• What is their key objective? How is this measured? Who are they targeting?

What are the communication objectives?

• What should the campaign deliver? How will this be measured?

What are the issues facing the category/brand?

• What do we need to take into account? What’s the current competitive landscape?

Who is the target audience?

• Who currently uses the website?

What are the consumer insights?

• What do we know about the consumers?
• What are they looking for?
• Why are/aren’t they using our site?

What is the brand communication proposition?

• What is the proposed brand positioning? What are the support pillars?
• What underpins this?

What is the desired consumer action?

Why should they respond in this way?

• What are the rational reasons for this response?

Are there going to be any product changes?

Are there any regional considerations?

• Metro vs Regional? State vs State?

Are there any seasonal considerations?

• How does the traffic fluctuate? What are the key occasions/timings to communicate?

What research has been conducted which could be relevant?

What are the mandatories?

What must the campaign include?

• e.g. must include certain media channel, specific creative etc.

What are the key deliverables?

• What are your expectations from each response?
• What must be covered off?
• Media:
• Creative:

What are the key timings for response?

• Initial Response (media & creative)
• Final Sign off (media & creative)

What are the key campaign timings?

What’s the launch date? Is this confirmed? What’s the ideal campaign duration?

Any additional info that might help creative/media and development

What is the budget?

Media $

Creative/Production $

Promotion $ ————————- already covered.

Total Budget:

$